I have just purchased 100 big, fat wriggling worms on the internet.

I would not have thought a lot of people do that but, according to Wiggly Wigglers, the worm experts from Lower Blakemere, in Herefordshire, it is becoming more and more common.

As a fisherman, I knew exactly what kind of worm I wanted. I definitely did not want dendrobenas or reds, no matter how wriggly they were. I had no desire for juicy mealworms or succulent waxworms (tenebrio molitor) but could feel my excitement overflowing when I finally discovered a whole web page full of humungous pink lumbricus terrestris, the common lob worm.

Wiggly Wigglers offers a selection of creatures that would make most people squirm. Alongside a huge range of garden goodies, composters and books with titles like Raising Fishworms Under Rabbits and Earthworms For Profit, it actually sells pots of chocolate worms.

Can you think of anything more revolting than a chocolate worm?

Wiggly Wigglers is just one company which is taking advantage of the internet to expand its sales. It accepts its is a niche market and has constructed its web site to take full advantage of the worm enthusiast's passion.

Wiggly Wigglers has recognised true aficionados want every worm accessory available and gone to considerable lengths to make sure every desire is catered for - well, almost every desire!

It has made worm shopping into a pleasurable activity that could easily be enjoyed by the whole family - simply by offering a range of goods which are exciting to read about and extremely well illustrated (although I did think some of the worms in the web site illustrations looked remarkable alike).

In addition, the prices are both competitive and attractive and the online sales function is really easy to use.

By now, you are probably wondering what on earth this is doing in the technology section. I just want to point out people who use web sites are really not interested in the technology behind the web site, they just want to buy from it.

So many web sites work so hard to offer the latest technology they forget the primary function which is to sell merchandise.

My suggestion is to forget the wretched flashing logos and streamed video until the site is quick to download and customers can get all the information they need in a way that is both acceptable and attractive.

Like most internet/computer professionals, I am heartily sick of waiting ages for a web site to download, only to discover that the graphics are huge, the text is misspelt, the layout is vile and I did not want to see the stupid animated gif that was causing all the trouble anyway. I hope your web site does not come into this category.

If you think your web site is less than efficient, then you really ought to do something about it, as people are simply not prepared to waste time waiting around for a slow download.

My patience is almost non-existent so I tend to click off into the distance at high speed if I do not get instant web gratification. I am not alone in this trait and web site owners would be well advised to remember it.

www.wigglywigglers.co.uk